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Travel trends for Boomers, Gen X, Y & Z in focus at ATM

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Activities and experiences tie all generations together, but preferences disrupt broad-based offerings for a global market worth $183 billion up 35% over last 5 years

Travellers from across the globe representing all generations, now have a common interest in activities and experiences that are now influencing, indeed in many cases driving their travel decisions, according to new research from Expedia Group Media Solutions.

The research underscores the notion that cultural and once-in-a-lifetime experiences, exploring new destinations and interactive activities, are ranked by all generations significantly higher than value or a discounted price.

Arabian Travel Market 2020, which takes place at Dubai World Trade Centre from 19-22 April 2020, will bring together travel and tourism experts from across the globe to discuss the burgeoning global tours and activities market, which according to New York-based Skift Research, is estimated to be worth $183 billion this year, a 35% increase since 2016.

“Although all generations are now looking for activities and experiences, above all else, what makes this market more complex, is the individual preferences and demands of each generation and of course ultimately, the challenge facing marketers trying to engage with them,” said Danielle Curtis, Exhibition Director ME, Arabian Travel Market 2020.

ATM is holding a series of seminars on its Global Stage identifying the latest in hospitality concepts as well as the most recent trends in cultural tourism to future developments in the wellness economy and responsible tourism. And addressing these issues ATM has recruited industry experts from Kerten Hospitality, Accor, as well as representatives from Abu Dhabi and Ajman tourism boards.

Boomers, born between 1946 and 1964 are the least concerned about budget and are especially interested in sightseeing and in the case of American tourists, 40% will plan their holiday around food and drink. They want safety, security and service and the so-called Platinum Pensioners are a much sought-after demographic – they want to relax and generally avoid long haul trips.  

Gen X travelers who are now typically aged between 40 and 56 years, travel least out of the generations, due to corporate careers, 50% of all leadership roles worldwide are occupied by Gen Xers. As such they value work-life balance and prefer relaxing holidays to de-stress. Interestingly, 25% of Gen X will accept word of mouth during their decision-making process and are especially drawn towards cultural experiences Expedia research found that 70% enjoy museums, historical sites and art galleries.

Generation Y or Millennials, who are today aged between 25 and 39, are the most talked about generation and are the undisputed champions of the frequent traveler title, technically adept and the great disrupters. More than anything, Millennials crave adventure and experiential variety and although they are careful with their budget, in gross terms it the largest submarket by revenue, generated through sheer volume.

Ipsos research in September 2018, concluded that 25% of the MENA region’s population is made up of Millennials; 97% are online; 94% are present on at least one social platform; 78% share content weekly; 74% have interacted online with an brand and 64% are always looking for best offers and deals available. This may have something to do with the fact that 41% of MENA’s Millennials feel overwhelmed by financial burden, and only 70% of those of working age, are actually employed.

“One emerging trend travel and tourism experts will be watching is Generation Alpha – the children of the Millennials. According to Skift these kids, born after 2010, will start making their own travel arrangements well before the end of this decade and there is a belief that they are expected to be even more disruptive than their parents,” added Curtis.

Finally, Generation Z, those born between 1996 and 2010, aged between 10 and 24 years, spend 11% of their travel budget on activities and tours the highest of any generation according to Expedia research. What sets this open-minded, interactive generation apart from the others, is that 90% are inspired by peers on social networks and 70% are open to creative ideas. As true digital natives, they are comfortable researching, planning and booking their travel from their mobile phone and yearn for new, unique and authentic experiences.

“So, in response, apart from the challenges of marketing to these disjointed generations, the ATM seminars will also be examining how hotels, destinations, attractions, tours and other activities are created, packaged and priced, to meet demand. We will also be launching the Middle East’s first ever edition of Arival Dubai @ ATM showcasing the next generation of in-destination trends and innovation, as well as exploring the various opportunities that sector presents,” said Curtis.

ATM, considered by industry professionals as a barometer for the Middle East and North Africa tourism sector, welcomed almost 40,000 people to its 2019 event with representation from 150 countries. With over 100 exhibitors making their debut, ATM 2019 showcased the largest ever exhibition from Asia.

For more news about ATM, please visit: https://arabiantravelmarket.wtm.com/media-centre/Press-Releases/

About Arabian Travel Market (ATM)

Arabian Travel Market (ATM) is the leading, international travel and tourism event in the Middle East – introducing both inbound and outbound tourism professionals to over 2,500 of the most breath-taking destinations, attractions and brands as well as the very latest cutting-edge technologies. Attracting almost 40,000 industry professionals, with representation from 150 countries, ATM prides itself on being the hub of all travel and tourism ideas – providing a platform to discuss insights on the ever-changing industry, share innovations and unlock endless business opportunities over the four days.  ATM 2020’s show theme is Events for Tourism Growth, also new to the show will be Travel Forward, a high-end travel and hospitality innovation event, dedicated conference summits and ATM buyer forums for key source markets India, Saudi Arabia and Russia as well as the inaugural Arival Dubai @ ATM – a dedicated in-destination forum. www.arabiantravelmarket.wtm.com.

Next event: Sunday 19 to Wednesday 22 April 2020 – Dubai #IdeasArriveHere

About Arabian Travel Week

Arabian Travel Week is a festival of events taking place within and alongside Arabian Travel Market 2020. The week will include ILTM Arabia, the inaugural Travel Forward, a new travel tech and hospitality innovation event launching this year, and Arival Dubai @ ATM, a dedicated in-destination forum. Additionally, it will host ATM Buyer Forums for key source markets India, Saudi Arabia and Russia and ATM Speed Networking events. Providing a renewed focus for the Middle East’s travel and tourism sector – under one roof over the course of one week.www.arabiantravelweek.com

Next event: Thursday 16 to Thursday 23 April 2020 – Dubai

About Reed Exhibitions

Reed Exhibitions is the world’s leading events business, enhancing the power of face-to-face through data and digital tools at more than 500 events a year, in more than 43 countries, attracting more than seven million participants. Reed’s events are held in the Americas, Europe, Asia Pacific and Africa and organised by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of RELX Group plc, a world-leading provider of information solutions for professional customers across industries.

About Reed Travel Exhibitions

Reed Travel Exhibitions is the world’s leading travel and tourism event’s organiser with a growing portfolio of more than 22 international travel and tourism trade events in Europe, the Americas, Asia, the Middle East and Africa. Our events are market leaders in their sectors, whether it is global and regional leisure travel trade events, or specialist events for meetings, incentives, conference, events (MICE) industry, business travel, LGBTQ+ travel, luxury travel, travel technology as well as golf and spa travel. We have over 40 years’ experience in organising world-leading travel exhibitions.

About World Travel Market

World Travel Market (WTM) portfolio comprises four leading B2B events across four continents, generating more than $7 billion of industry deals. In addition to ATM, the events are:

WTM London, the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. Around 50,000 senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating over £3.71 billion in travel industry contracts. http://london.wtm.com/

Next event: Monday 2 to Wednesday 4 November 2020 – London #IdeasArriveHere

WTM Latin America attracts about 9,000 senior executives and generates about US$374 million of new business deals. Taking place in Sao Paulo, Brazil, this show attracts a global audience to meet and shape the direction of the travel industry. More than 8,000 unique visitors, including buyers and travel agents, attend the event to network, negotiate and discover the latest industry news. http://latinamerica.wtm.com/.

Next event: Tuesday 31 March to Thursday 2 April 2020 – Sao Paulo

WTM Africa launched in 2014 in Cape Town, South Africa. Around 5,000 travel industry professionals attend Africa’s leading inbound and outbound travel and tourism market. WTM Africa delivers a proven mix of hosted buyers, media, pre-scheduled appointments, on-site networking, evening functions and invited travel trade visitors. http://africa.wtm.com/.

Next event: Monday 6 to Wednesday 8 April 2020 – Cape Town

Media contact: NATHALIE VISELE, Director, Shamal Communications, Arjaan Office Tower, Dubai Media City, Dubai, United Arab Emirates, Tel: +971 4 365 2711 | Mobile: +971 50 457 6525, E-mail: [email protected] , Website: www.shamalcomms.com

Diversify and digitize to attract younger Muslim travelers, GCC destinations told at ATM 2019

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Gulf hospitality operators looking to increase their share of the growing halal tourism market should diversify and digitize their offerings to suit younger generations of Muslim travelers, according to experts speaking at Arabian Travel Market (ATM) 2019.

With the GDP impact of Muslim travel in the Middle East on course to hit USD 36 billion by 2020 – up from USD 30.5 billion in 2017, according to Salam Standard – halal tourism represents a lucrative prospect for GCC hospitality brands. The segment is expected to create 1.2 million regional direct and indirect jobs by next year.

Representatives from Wego, DinarStandard, Shaza Hotels, Tripfez, Serendipity Tailormade, Mosafer C by Ummah Collaboration, holidayme, Orange County Visitors Association, Cape Town Tourism and Japan National Tourism Organization (JNTO) explored ways to tap into the growing segment of Gen Z and millennial travellers at the Global Halal Tourism Summit 2019, which took place on ATM’s Global Stage.

Mamoun Hmedan, Managing Director – MENA and India, Wego, said: “There are new destinations popping up out of nowhere. Developers are building properties from scratch, with halal-friendly offerings that are designed to appeal to younger generations of Muslim travelers.

“Wego does a lot of work on social media and collaborates with tourism boards to educate people about the opportunities available to them when they travel. We make sure we always have options for our customers to look for properties near to mosques or attractions that may be of interest to Muslim travelers.”

Approximately 41 percent of Muslim travelers’ global outbound spending comes from the UAE and Saudi Arabia, according to figures released by Salam Standard. The Middle East’s total outbound spend is projected to grow to USD 72 billion by 2020.

In addition to emerging trends such as eco, ethical, all-female, experiential, gastro and adventure tourism, panelists also discussed digitization and success stories from ‘non-Muslim’ destinations such as Orange County, Cape Town and Japan.

Chris Nader, Vice President, Shaza Hotels, said: “Gen Z and millennial travelers are setting the trends in halal tourism. The biggest challenge for us involves the resort side of the market – providing the privacy and facilities that Muslim guests need while delivering the entertainment they are looking for. It can be a challenge to create that mix.

“Whenever we create a resort, we have to develop something that is culturally relevant to the location. Travelers are no longer looking for ‘just a hotel’; they want to know what we can offer in terms of experiences. So, Muslim travelers don’t necessarily need to see halal branding but they do need to know that halal services are available.”

Industry-wide investment in halal tourism-related travel technology currently stands at approximately USD 40 million, according to research conducted by DinarStandard. Panelists agreed that this figure is likely to grow further in the future, as younger Muslim travelers continue to drive innovation in online services.

Faeez Fadhlillah, CEO, Tripfez, said: “If you look at the distribution of millennials globally, many of them are living in Muslim-majority countries. In the next 10 years, the youth in this region are going to play a significant role in driving tourism trends. That’s why online travel agencies are so interested in meeting demand from Muslim travelers. Companies are doing everything they can to capture this market.”

Running until Wednesday, 1 May, ATM 2019 will see more than 2,500 exhibitors showcase their products and services at Dubai World Trade Centre (DWTC). Viewed by industry professionals as a barometer for the Middle East and North Africa (MENA) tourism sector, last year’s edition of ATM welcomed 39,000 people, representing the largest exhibition in the history of the show.

For more information about ATM 2019, visit https://arabiantravelmarket.wtm.com.

MEDIA CONTACT: NATHALIE VISELE, Director, Shamal Communications, Arjaan Office Tower, Dubai Media City, Dubai, United Arab Emirates, Tel: +971 4 365 2711 | Mobile: +971 50 457 6525, E-mail: [email protected] , Website: www.shamalcomms.com

ATM Report: 63% of Dubai Airport passengers were in transit during 2018

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More than 63% of the 89 million passengers who passed through Dubai airport in 2018 were in transit with just 8% of these passengers leaving the airport to explore the emirate, according to the latest Colliers International data published by Reed Travel Exhibitions ahead of Arabian Travel Market (ATM) 2019, which takes place at Dubai World Trade Centre between 28 April – 1 May 2019.

As Dubai targets 20 million annual visitors by 2020, plus an additional five million between October 2020 and April 2021 for Expo 2020 – 70% of which will come from outside the UAE – a number of initiatives to increase stopover tourism have been introduced including new transit visas and dedicated tourism packages.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “Last year, the UAE introduced a new transit visa allowing all transit passengers an exemption from entry fees for 48 hours with the option to extend up to 96 hours for AED 50. This visa is not only good for the country’s tourism sector but for the local economy as a whole, enticing passengers to view their transit not as an unwanted delay in their travels – but as a good opportunity to add value to their trip and experience everything the UAE has to offer.”

According to IATA, the Middle East is forecast to see an extra 290 million air passengers on routes to, from and within the region by 2037, with the total market size increasing to 501 million passengers during the same period.

Adding to this, figures from ATM 2018 show the number of delegates interested in buying airline products and services increased 13% between 2017 and 2018.

“This projected growth underscores Dubai, and of course the Middle East, as the ideal location to bring together professionals from the aviation and tourism industry for our inaugural CONNECT Middle East, India and Africa forum which will be co-located alongside ATM 2019 – taking place on the last two days of the show,” Curtis said.

The success of the aviation industry in the sky is matched in the GCC and wider MENA region by the continued huge infrastructure investment.

The total value of 195 active aviation-related projects in the Middle East reached almost $50 billion in 2018, according to research provider BNC Network.

The various airport investments under way include AED30 billion in developing Al Maktoum International Airport, AED28 billion expansion of phase four of Dubai International Airport and AED 25 billion for the development and expansion of Abu Dhabi International Airport. In addition, Sharjah Airport is also undergoing a AED1.5 billion investment in expansion of its terminal.

There are also a number of upcoming and planned airport expansion projects across Saudi Arabia, including King Abdulaziz International Airport Expansion in Jeddah and King Khalid International Airport Expansion in Riyadh.

Curtis said: “2018 was also an exciting year for new flight routes with GCC airlines alone adding 58 new flight routes – focusing on areas of consistent and substantial growth.

“With two thirds of the world’s population within an eight-hour flight from the GCC, it is an ideal base for exploring some of the world’s most interesting and previously inaccessible corners of the world. And the GCC’s airlines are making it even easier with the continuous addition of new and direct flight routes,” Curtis added.

Looking ahead to ATM 2019, aviation will feature heavily in the programme with a keynote from Emirates’ President Sir Tim Clark titled ‘Emirates: Still leading the way’ as well as an exclusive one-to-one with Air Arabia CEO, Adel Ali. A panel session titled ‘What are the hot topics in the airline world’ which will explore how traffic is performing against a backdrop of volatile fuel prices and geo-political challenges as well as discussing stopover tourism and how the digital world is affecting airline and airport services and experiences for customers.

Confirmed exhibiting airlines for ATM 2019 so far include Emirates, Etihad Airways, Saudi Airlines, flydubai and flynas.

Considered by industry professionals as a barometer for the Middle East and North Africa tourism sector, ATM welcomed over 39,000 people to its 2018 event, showcasing the largest exhibition in the history of the show, with hotels comprising 20% of the floor area.

Brand new for this year’s show will be the launch of Arabian Travel Week, an umbrella brand comprising four co-located shows including ATM 2019, ILTM Arabia, CONNECT Middle East, India & Africa – a new route development forum and new consumer-led event ATM Holiday Shopper. Arabian Travel Week will take place at Dubai World Trade Centre from 27 April – 1 May 2019.

Arabian Travel Market is the leading, international travel and tourism event in the Middle East for inbound and outbound tourism professionals. ATM 2018 attracted almost 40,000 industry professionals, with representation from 141 countries over the four days. The 25th edition of ATM showcased over 2,500 exhibiting companies across 12 halls at Dubai World Trade Centre.  Arabian Travel Market 2019 will take place in Dubai from Sunday, 28th April to Wednesday, 1st May 2019. To find out more, please visit: www.arabiantravelmarket.wtm.com.

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